The busy fall season is just around the corner, and I have a question for you. How often do you get out in front of potential clients? In the “old days,” a coffee meeting, power lunch, or dinner were the best ways to get out there and make sure your message was heard.
After a while, that begins to get expensive. Do the math. A cheap breakfast will probably cost around $10/per person in NYC. You take your client out…that’s $20 plus tax and tip. You do that 3 times a week for 50 weeks a year, that’s $3,000 spent and you have reached 150 people.
How many contacts do you have? 100? 200? 600? Wouldn’t it be great to get your name in front of them so they don’t forget you?
You could send a letter, or a brochure, but how will you know whether your prospect actually opened your materials? Plus, how much are you willing to spend on printing and postage?
An email newsletter is an investment in pure direct marketing – the ROI on this tool is phenomenal. You don’t have to pay printing costs and sending to 600 people can be as low as $40! That’s only two breakfasts.
To make matters even better, your back-end analytics will let you know who is opening your newsletter, who is clicking on links, and even which of your topics are getting the most attention. It’s an amazing tool!
The biggest trick to email newsletters is finding a balance of how often you can email your clients. We recommend a schedule of once every month or once every other month. More than that, and you will risk being too “spammy.”
Stay tuned next week’s posting: Tips for a Great Newsletter Campaign!